Vancouver Canucks
Problem Identification
Orca Bay Sports & Entertainment Group is committed to providing high-profile entertainment events and is also a big community player in the Province of British Columbia. The season of 2000/2001 was certainly successful both on and off the ice. For the next season, John Rizzardini, the Senior VP of sales and marketing for the Vancouver Canucks will have to determine and prepare a marketing plan. One key issue is how to use the internet to effectively and efficiently to promote the sales both on and off the ice, and how to establish a good long relation with fans, business community, and e-customer relationship through cyberspace. Another concern profit wise was how to build a presence that will make profit regardless of the team's performance?
Recommendation
E-business
We will continue pushing the e-business. Considering the increase of volume of young customers who use the internet, we could earn great profit through the internet.
We could also use the internet to promote ourselves. The advertisement for the retail program could be a very efficient way and the customer could see and buy what they like through the internet. We can also advertise in other large sport website, for example, MSN, Yahoo.
Finally, we can not completely rely on using the internet, there are some potential failings such as some customer may not prefer the internet.
Managing the Brand
Our brand sets us apart from other brands. A well established brand is a guarantee for consumers that their needs and desires will be satisfied. It is also a source of increased revenues (higher price, more share and greater loyalty). A famous brand is a vehicle that other brands of different product can use for their adve ...